Brand design consultancy Elmwood, announces that it has acquired digital design agency, Framework Creative. The London-based agency specialises in the design and production of virtual brand experiences using the latest immersive, simulation technologies, including augmented reality and virtual reality. The acquisition underpins Elmwood’s continued investment in design innovation and boosts its immersive experience design capability.

Framework Creative was founded by Roddy Robertson and Sam Fazakerley, and specialises in design for digital and immersive technology. Framework works directly with end-clients, as well as through other agencies having designed for clients like Ikea (through BWP Group), Virgin Holidays (through Big Bear X and YourStudio ), Dell (through Axicom), Airbus (through Good Relations), Philips (through Ketchum), and SAP (through Grass Roots).

With adoption of AR and VR set to grow exponentially over the next years, the acquisition of Framework Creative gives Elmwood new ways to help clients activate and amplify their brand’s iconicity across new canvases to drive brand cut through and value.

Steve Gatfield, chairman of Elmwood said: “AR and VR are the new frontiers of immersive experience. Adoption of AR alone is expected to grow to over 2 billion users by 2020. As designers of brand meaning we are hungry to harness their immense potential to redimensionalise experience and deepen engagement, especially as physical products transform into interactive media. The impact of AR and VR on product utility and memorability will transform the scope to design in new levels of engagement that can shape a brands iconic status”

Framework Creative has become part of Elmwood’s London studio and will continue to operate as a standalone business to service the specific needs of their existing clients. In addition, they will facilitate a seamless Elmwood offer that includes the application of immersive simulation technologies to enhance brand experience and product value. The acquisition is part of a bigger plan to build a strong digital offering across all of Elmwood’s global studios.

Elmwood-owner/vexillifer, Jonathan Sands OBE, commented: “As one of the few remaining independent global design consultancies, I am incredibly proud that Elmwood – in its fortieth anniversary year – can continue to invest in its own future through targeted acquisitions. We’re tripping over the future, and we’ve been looking to make an acquisition such as this for some time. The guys from Framework have actually been living in our London studio for several months as a sort of courtship to ensure we both like one another. The energy that they have brought us is infectious and we are actively collaborating on a number of high profile projects.”

Roddy Roberston and Sam Fazakerley from Framework Creative: “We’re really excited to become part of Elmwood. Elmwood is one of the world’s most well-respected independent brand design consultancies. We strongly believe that our skills will compliment each other, and enable us to unlock the power of brands through designing experiences that make a meaningful and impactful human connection there where they are.”

Jonathan added: “For brands to be successful, they must create human-centred brand experiences by connecting every interaction they have with their consumers. Bringing Framework Creative into Elmwood will boost our ability to create the most iconic brand experiences on the planet.”